Redesigned the Trade-in flow to improve conversion by 14%
Redesigned the Trade-in flow to improve conversion by 14%
Optimized the flow while navigating risk and technical constraints.
Redesigned the Trade-in flow to improve conversion by 14%
Optimized the flow while navigating risk and technical constraints.
Redesigned the Trade-in flow to improve conversion by 14%
Optimized the flow while navigating risk and technical constraints.
Overview:
GolfAvenue is a Golf retailer who buys used golf equipment from customers on their website. They were seeing huge drop offs from the flow. I redesigned and optimized the experience to reduce drop offs.
My role:
As the lead designer on this project I owned problem framing, design exploration, stakeholder alignment, and design delivery.
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Industry
E-commerce
Team
PM - 4 Developers
Platforms
Responsive web
Timeline
3 months
Industry
E-commerce
Team
Me - PM - Developers
PM - 4 Developers
Platforms
Web and mobile
Responsive web
Web, mobile & tablet
Timeline
1 month
3 months
THE PROBLEM
Users dropped off because they thought offered trade-in values were low.
The Trade-in flow had one huge drop-off and that was when users saw the price offered for their clubs.
Visit Trade-in Page
Select club model
View offered price
High drop offs
Cart
Checkout
KEY INSIGHT
The business already offered a 20% trade-in bonus at checkout, but users dropped off before getting there.
Existing experience: offer step, cart, checkout with bonus applied
Problem
PROBLEM
Users perceived trade-in offers as unfairly low and dropped off early.
Users dropped off because they thought offered trade-in values were low.
Trade-in Page
Club selection
Offered price
High drop offs
Cart
Checkout
Trade-in Page
Club selection
Offered price
93% drop off
Checkout
Cart
The Trade-in flow had one huge drop-off and that was when users saw the price offered for their clubs.
The Trade-in flow had one huge drop-off and that was when users saw the price offered for their clubs.
Final design
Effective trade-in value shown upfront. Bonus clearly integrated into the offer.
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Key insight: The company offered a 20% bonus at checkout but most users dropped off earlier.
The business already offered a 20% trade-in bonus at checkout, but this incentive was not visible at the offer step.
KEY INSIGHT
Existing experience: offer step, cart, checkout with bonus applied
Existing experience: offer step, cart, checkout with bonus applied
Process
01
Understanding the problem
Synthesized existing research, behavioral data, and funnel drop-offs.
01
Understanding the problem
Synthesized existing research, behavioral data, and funnel drop-offs.
02
Aligning on a strategy
Partnered with product and engineering to focus on one high-impact, feasible lever.
02
Aligning on a strategy
Partnered with product and engineering to focus on one high-impact, feasible lever.
03
Design and test
Explored multiple concepts, assessed risk and feasibility, and shipped for validation.
03
Design and test
Explored multiple concepts, assessed risk and feasibility, and shipped for validation.
01
Understanding the problem
Synthesized existing research, behavioral data, and funnel drop-offs.
02
Aligning on a strategy
Partnered with product and engineering to focus on one high-impact, feasible lever.
03
Design and test
Explored multiple concepts, assessed risk and feasibility, and shipped for validation.
PROBLEM:
Users dropped off because they thought offered trade-in values were low.
Trade-in Page
Club selection
Offered price
High drop offs
Cart
Checkout
The Trade-in flow had one huge drop-off and that was when users saw the price offered for their clubs.
Existing experience, Trade-in offer step
The business already offered a 20% trade-in bonus at checkout, but this incentive was not visible at the offer step.
Only 1% of dropped off users come back through these emails.
The strategy wasn't working for the business. the emails weren't bringing back enough users but they were making many potential sellers drop off.
KEY INSIGHT
Existing experience: offer step, cart, checkout with bonus applied
Strategy
Show the full price including bonuses earlier in the flow at the offer page to reduce drop offs
Option 1: Familiar and low-risk
Higher effective price, including the 20% bonus.
Simple and clear
Option 1 Mockup
Option 2: Tiered value options
Multiple trade-in options with clear benefit explanations + best deal highlighted
Could increase cognitive load and potentially lead to drop off
Technically not feasible to have dynamic pricing at checkout
Option 2 Mockup
Option 3: Tiered value options + bonus
Multiple trade-in options with clear benefit explanations + best deal highlighted
No technical limitations
Could increase cognitive load and potentially lead to drop off
Option 3 Mockup
Option 1: Familiar and low-risk
Higher effective price, including the 20% bonus.
Simple and clear
Option 1 Mockup
Option 2: Tiered value options
Multiple trade-in options with clear benefit explanations + best deal highlighted
Could increase cognitive load and potentially lead to drop off
Technically not feasible to have dynamic pricing at checkout
Option 2 Mockup
Option 3: Tiered value options + bonus
Multiple trade-in options with clear benefit explanations + best deal highlighted
No technical limitations
Could increase cognitive load and potentially lead to drop off
Option 3 Mockup
Option 1: Familiar and low-risk
Higher effective price, including the 20% bonus.
Simple and clear
Option 1 Mockup
Option 2: Tiered value options
Multiple trade-in options with clear benefit explanations + best deal highlighted
Could increase cognitive load and potentially lead to drop off
Technically not feasible to have dynamic pricing at checkout
Option 2 Mockup
Option 3: Tiered value options + bonus
Multiple trade-in options with clear benefit explanations + best deal highlighted
No technical limitations
Could increase cognitive load and potentially lead to drop off
Option 3 Mockup
TECHNICAL LIMITATION
Feasibility and developer collaboration showed option 2 to be technically complicated
After talking to developers I learned that we couldn't have dynamic pricing at checkout. So even if user selects the $132 option, checkout would show $110.
So this is why I designed option 3, showing a fixed base price at checkout and adding a bonus.
Option 3 - Using a price + bonus logic to avoid technical limitations
Option 3 - Using a price + bonus logic to avoid technical limitations
FiNAL DECISION
I decided to implement option 1 and test option 3 as a future experiment
Option 3: I decided to implement option 1 and test option 3 as a future experiment
I presented the benefits and trade-offs of each option with stakeholders. Since we didn’t have time for usability or A/B testing, we needed to make a call with the information available.
In a fast-moving scale-up focused on revenue growth, we chose the lowest-risk path and planned to use post-launch data to validate the decision.
Implement Option 1 as the lowest-risk, fastest solution
Defer Option 3 as a future experiment once technical limitations could be addressed
I presented the benefits and trade-offs of each option with stakeholders. Since we didn’t have time for usability or A/B testing, we needed to make a call with the information available.
In a fast-moving scale-up focused on revenue growth, we chose the lowest-risk path and planned to use post-launch data to validate the decision.
Implement Option 1 as the lowest-risk, fastest solution
Defer Option 2 as a future experiment once technical limitations could be addressed
I presented the benefits and trade-offs of each option with stakeholders. Since we didn’t have time for usability or A/B testing, we needed to make a call with the information available.
In a fast-moving scale-up focused on revenue growth, we chose the lowest-risk path and planned to use post-launch data to validate the decision.
Implement Option 1 as the lowest-risk, fastest solution
Defer Option 3 as a future experiment once technical limitations could be addressed
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Results:
14%+
Users passing the offer step
8.4%+
Higher Trade-ins
Reflections / Results
This work was done in a scale-up environment, where speed and revenue impact were critical. At the same time, one of the companies core values was to be bold and creative, so I explored and pushed alternative concepts to improve value perception. After reviewing feasibility, risk, and timelines with product and engineering, we aligned that driving revenue quickly was the priority.
Given the size and situation of the company at the time, I believe this was the best approach. It allowed us to ship fast, improve user confidence immediately, and support short-term growth, while keeping more creative ideas as future opportunities.
Option 1: Familiar and low-risk
Higher effective price, including the 20% bonus.
Simple and clear
Option 1 Mockup
Option 2: Tiered value options
Multiple trade-in options with clear benefit explanations + best deal highlighted
Could increase cognitive load and potentially lead to drop off
Technically not feasible to have dynamic pricing at checkout
Option 2 Mockup
Option 3: Tiered value options + bonus
Multiple trade-in options with clear benefit explanations + best deal highlighted
No technical limitations
Could increase cognitive load and potentially lead to drop off
Option 3 Mockup
Option 1: Familiar and low-risk
Higher effective price, including the 20% bonus.
Simple and clear
Option 1 Mockup
Option 2: Tiered value options
Multiple trade-in options with clear benefit explanations + best deal highlighted
Could increase cognitive load and potentially lead to drop off
Technically not feasible to have dynamic pricing at checkout
Option 2 Mockup
Option 3: Tiered value options + bonus
Multiple trade-in options with clear benefit explanations + best deal highlighted
No technical limitations
Could increase cognitive load and potentially lead to drop off
Option 3 Mockup
Option 1: Familiar and low-risk
Higher effective price, including the 20% bonus.
Simple and clear
Option 1 Mockup
Option 2: Tiered value options
Multiple trade-in options with clear benefit explanations + best deal highlighted
Could increase cognitive load and potentially lead to drop off
Technically not feasible to have dynamic pricing at checkout
Option 2 Mockup
Option 3: Tiered value options + bonus
Multiple trade-in options with clear benefit explanations + best deal highlighted
No technical limitations
Could increase cognitive load and potentially lead to drop off
Option 3 Mockup
Feasibility and developer collaboration showed option 2 to be technically complicated
After talking to developers I realized that option 2 Requires dynamic pricing & major back-end changes in the checkout.
So if user selects one of the options including bonus priced at $132, the checkout would only be able to show the original price at $110.
Option 2 required dynamic pricing logic and that required huge effort.
Checkout could only display the base price ($110), not the bonus-inclusive price ($132)
This would create a mismatch between the offer step and checkout, increasing confusion and risk
TECHNICAL LIMITATION
Option 2 selected → checkout showing $110
Option 3 - Using a price + bonus logic to avoid technical limitations
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